Changan’s Klaus Zyciora: “We can bring products to Europe that people admire and love”
As Changan continues its expansion in Europe, Car Design News visited Chongqing to understand how the brand plans to combine local market knowledge with global design expertise to connect with European consumers
Changan is no stranger to the European market. Its European Design Centre in Turin, Italy, has been operating for over 20 years and remains, in the words of Klaus Zyciora, VP and global head of design, “one of the group’s strongholds for design competence.” Since then, the company has established R&D centres in the UK and Germany, further reinforcing its “in Europe, for Europe” mindset.
With a global design team of more than 500 professionals from around the world, Changan believes it has the creative and technical range to appeal to European tastes. Zyciora explains: “Our teams consist of more than 31 nationalities, deeply connected with all technical departments, marketing, branding… and I’m very optimistic that we can bring products to European shores that people really admire and love.”
While confident in its capabilities, Changan is also realistic about the task ahead. As it brings its Deepal products to markets including Norway, Germany, the UK, Spain, Italy, and Poland, it is under no delusions about what’s required to succeed: “Europe is the birthplace of automotive, home to the top OEMs. We respect the level here… Europe is both a challenge and opportunity,” says chairman Zhu Huarong.
He likens entry into the European market to gaining acceptance into a top-tier university; a proving ground that demands humility, persistence and sustainable growth, side-by-side with legacy brands. “We aim to learn from Europe’s best and co-exist with them, benefiting from mutual development,” Zhu says.
From a design perspective, this is more than just offering European-favoured car segments or feature localisation; it involves building products that genuinely connect with local consumers – visually, emotionally and experientially. Zyciora adds, “One of our recipes is to establish a deep relationship with customers, understand their needs, invest in the user experience, and create experiences and products that deeply resonate.”
Changan’s investments in local R&D and design allow its teams to keep its ear to the ground to better understand the needs of real users, providing valuable insights that go beyond market data. Combined with its agile approach, this enables Changan to quickly adapt designs, features and experiences in response to fast-changing market dynamics. For example, over 150 adjustments were made to the Deepal S07 to meet the specific needs of European consumers.
As a company with strong global ambitions, Changan recognises that success abroad is crucial to its future. “Without overseas, there is no Changan,” says Chairman Zhu Huarong. This clarity is reflected in the brand’s ongoing investment and expansion. Changan has already established nine operational factories worldwide, with plans for 20 in total, and is now present in over 100 countries.
Looking forward, the company is determined to deepen its engagement with Europe. “We have a lot of years ahead; we are deeply connected to the different markets and that will give us a difference in connecting with customers. Of course, we must prove that, so let’s give it a shot and see what we can deliver,” says Zyciora.